Property drips are one of the most effective tools for real estate agents to engage with sellers and buyers. Today, I’m going over the most important steps when setting these up. 

Many agents don’t do it right, and they miss a lot of information. And that translates into missed opportunities for their clients. 

5 Mistakes Agents Make with Property Drips

A lot of people think property drips are just for buyers. But they work for sellers too. 

I see agents make several mistakes that limit their ability to effectively update their potential sellers, buyers, or existing clients. 

So, I’m going through common property drip mistakes, as some of the key things you want to include. 

Now, a caveat here is that every state is going to be different. Every state is set up a little differently. I’m going to tell you what works here in Pennsylvania, and you can apply this to your local jurisdiction. 

Mistake #1: Using a map to limit the search

The first mistake I see people make is they try to trace a map around where people want to live, and they only send things specifically that meet a hundred percent of the criteria. 

The drip is too narrow. 

When it comes to maps, I’ve got some bad news for you. You’re probably missing out on properties when you’re tracing a map in your CRM or in your MLS to send people homes. I’m a big believer in sending more rather than less, especially on the purchase side. 

So, for buyers, what works really well in our marketplace is using school districts because they encompass multiple townships. In Pennsylvania, it’s all about townships, boroughs, and municipalities. Municipalities are the collective grouping of all of them, whether it’s a city, a borough, or a township. 

So, instead of using municipalities, school districts are all encompassing. I would be using only school districts to separate property drips for sellers and for buyers, because we know prices can change when you go from one school district to another. 

Don’t use the mapping feature unless there’s a reason for it—say, for example, your buyer has to be within a certain city-block radius. If you’re in the city of Philadelphia, for example, that’s the only time that makes sense. 

Don’t use the map. Just stop doing it all together. Use the school districts or your local municipalities. That’s one of the biggest mistakes I see. 

Mistake #2—Too many filters

Secondly, folks are way too specific in their search parameters. So, if someone wants a three-bedroom home with one and a half baths and 1,500-plus square feet, they’re putting in these filters: three beds, 1.5 baths, and 1,500 square feet minimum. 

Well, what if the home has 1,450 square feet and has a great floor plan? All of a sudden you’ve just eliminated that property from being sent to somebody. 

Instead of using too many filters, look at bedrooms, location, and price. That’s it. 

Don’t send anything else unless your buyer has specific needs or wants and they’re fine with ruling out properties that don’t have those things: 

  • They need a basement
  • They need a garage
  • They want to be in a 55-and-over community 

Otherwise, don’t be overly specific, especially during the initial stages. 

On the seller side, you definitely don’t add too many filters.

Use the school district or municipality and the price and the way to get some bearing on the prices. See what Zillow and Redfin have to say about the homeowner’s home, and then put a wide range in. 

When you send sellers activity, they want to see all the activity, not the ones that are a full match for every single feature of their home.

What we see happen a lot of times is that people are so specific that they send one property to a buyer or almost nothing to a seller. 

So, the drip–or the way they’re using it—is not effective. 

Mistake #3—Vague or ambiguous subject lines

The third mistake I see is the subject line isn’t right. It says something like “dream home search.” 

Well, if you’ve got a first-time homebuyer looking for a two-bedroom townhome, I don’t know if that’s going to be their dream home. 

So you might want to be careful with how you’re wording this. 

I prefer subject lines like “Frank and Wendy’s new home search from the Tom Toole sales group at RE/MAX mainline.” 

Or better yet, “Neighborhood sales activity for Frank and Wendy from Tom Toole at RE/MAX.” Very specific there. You’re branding the subject line to you, and you’re also showing that it’s personalized. 

That way, your name is hitting their inbox all the time. 

Mistake #4–Too frequent or infrequent drip content

The last mistake I see is with frequency. If you have a buyer looking for a property, you want to send them options early and often. 

If you have a seller you’re nurturing, you probably want to send them information maybe once a week, twice a month, or at a slower cadence. 

Because if you’re flooding people’s inbox too much and they’re not ready to make a decision, what’s going to happen? They’re going to unsubscribe from the drip. 

So, for buyers, send the property drip more frequently: instantly, daily or weekly, depending on their timeframe. I’m a big believer in instantly for buyers. 

For sellers, maybe it’s a once-a-week email—or maybe twice a month. Don’t flood the inbox. Look at their timeframe, and use that as a bearing for the frequency when you’re sending these property drips. 

Mistake #5—Not having everyone on a property drip

This is a really important tool, and in my view, every single person should be on a property drip—every single one, not 58%, not 80%. 

Every single person should be getting some sort of real estate information about sales activity or available opportunities, whether they’re a buyer or a seller. 

Everyone wants to know what homes are selling for. Everyone wants to know what’s available, especially when they’re in a real estate decision-making phase. 

You want to be the one to provide that information. Because if you don’t, someone else will.